Social media and the new e-professionalism

Social media is growing in popularity in healthcare and academia as witnessed by the proliferation of platforms such as Facebook, Twitter, LinkedIn, message boards, online communities, blogs (short form of weblogs) and Wiki. There are several advantages of using social media including – but not limited to – providing updates of news and events, networking, outreach, engaging and targeting large audiences and stakeholders, and furthering public relations. Social media is also cheaper than traditional communication methods (e.g., mobile technology), and accessible to all with an internet connection irrespective of location. This communication takes place in ‘real-time’, allowing for frequent updates for followers (online community) and, best of all, it is free to use. Essentially, social media has created a level playing field (Boyer, 2011), with communication being two-way where people can interact, readily share resources and information and provide rapid comment. Social media has been referred to as ‘the new town square’. In this Editorial we will canvass some of the advantages, and disadvantages of social media, to facilitate ‘e-professional’ conduct.